1. WikiFRESH Marketing Plan
Presented to Jan Deluz
By: Jazzle Paraiso

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Table of Contents
I. Executive Summary……………………………………………………………………….3
II. Situation Analysis…………………………………………………………………………4
A. The Company……………………………………………………………………....4
B. Market/Industry Summary…………………………………………………………4
C. Competition………………………………………………………………………..5
III. SWOT Analysis…………………………………………………………………………...7
IV. Target Market Analysis…………………………………………………………………...11
V. Major Strategy Statement…………………………………………………………………14
VI. Marketing Objectives……………………………………………………………………..15
VII. Marketing Mix Proposal…………………………………………………………………...16
VIII. References………………………………………………………………………………….22
IX. Appendix……………………………………………………………………………………24

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I. Executive Summary
WikiFRESH is a fast-casual fusion style restaurant that provides their customers with fresh food
on a daily basis. Located in Hilo, Hawaii, WikiFRESH was founded by Jan De Luz, Peter
Kubota, and Ian Whiteside. The fast-casual style restaurant is unique because it sits between fast
food and casual dining. Most fast-casual restaurants in the industry are unique because they
provide fresh food without full table services. Their mission is to strive to “Cultivate a people-
first culture of empowerment and transformation.”
The current challenges WikiFRESH faces is to be able to establish a clear plan and vision for the
company. Another challenge is to be able to execute a consistent strategy. The last challenge for
WikiFRESH is to consistently receive supplies from local suppliers in a timely fashion.
The fast-casual dining industry has been gaining a lot of interest these days because of it’s
unique concept. It’s able to provide customers with counter service and freshly made products
for their customers compared to fast food and casual dining. Some of the main fast-casual dining
trends that are present today are Mexican style, bakery/café styles, and Italian/pizza style
restaurants. Fast-casual restaurants generate most profitable business during lunch hours because
of being located in urban areas. This trend is a unique style to the industry because it provides
convenient and quick services with high quality foods. Some of the key success factors of fast-
casual dining are that they provide convenient service, high quality of fresh food, and are
creative and flexible when it comes to being able to offer products that serve their customer base.
One of the main issues with WikiFRESH is that a clear communication about being a fresh and
locally supplied restaurant has not been established within the health conscious target market
group. Some of the ways that can help communicate and promote WikiFRESH to the health
conscious target market is to be able to implement signage on the windows and in the store about
the local suppliers. Another way to promote the awareness of the restaurant’s use of healthy,
fresh, local, and organic products is to be able to hold events in their event room and invite the
local suppliers where customers can interact with them. To be able to evaluate this strategy,
customers can be surveyed once every week or every month about the knowledge of where
WikiFRESH’s products originate from.

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II. Situation Analysis
A. The Company
1. Description of the Company
WikiFRESH is a fast-casual tropical fusion style restaurant that provides their customers with
fresh food on a daily basis. Located in Hilo, Hawaii, WikiFRESH was founded by Jan De Luz,
Peter Kubota, and Ian Whiteside. The restaurant allows customers to have the ability to
customize their tropical fusion style meal according to their taste. WikiFRESH is the only fast-
casual style restaurant on the Big Island (De Luz WikiFRESH 2016). Fast-casual restaurants lie
between the middle of fast food restaurants and casual dining restaurants. The unique aspect
about fast-casual restaurants is that they provide fresh food to their customers without having to
offer full table service. Other examples of fast-casual restaurants that exist within the U.S. are
Panera Bread and Chipotle.
2. Company Mission
The mission for WikiFRESH is to be able to “Cultivate a people-first culture of empowerment
and transformation (De Luz WikiFRESH 2016).” Their vision is “To inspire human potential and
impact future generations by investing in people (De Luz WikiFRESH 2016).”
3. Present Challenges
The current challenge for WikiFRESH is to be able to establish a clear plan and vision for the
company and be able to work on establishing a consistent execution of strategy in order for the
business to continue to be successful. Another present challenge WikiFRESH currently faces is
the issue of being able to consistently get supplies of local produce on time.
B. Market/Industry Summary
The fast-casual dining industry has been gaining a lot of interest these days because of it’s
unique concept. The fast-casual dining industry lies between fast food dining and casual dining.
The fast-casual dining industry provides customers with counter service and more freshly made
products for their customers compared to the other two dining industries (Forbes 2016).
1. Market Demographics
The most popular market demographic for fast-casual dining are the millennials (Lutz 2015).
2. Market Needs
Some of the fast-casual market needs in order for them to continue to be successful is to ensure
that they maintain a competitive advantage over McDonald’s and Wendy’s who have been
changing their menus to healthier options and they also need to innovate in ways to provide
better and faster service to their customers (Sonnenshein 2014).

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3. Market Trends
Some of the main fast-casual dining trends that are present today are Mexican style, bakery/café
style, and Italian/pizza style. The market trends for fast-casual generate really good business
during the lunch hours and fast-casual restaurants can be mostly found in urban areas. This trend
is such a unique style in the restaurant industry because it provides convenient and quick services
with high quality foods to their customers in the fast-casual industry (Tlapa 2010).
4. Market Growth and Size
The fast-casual sector in the restaurant industry has experienced a huge amount of growth within
the past few years. From 2012-2013, fast-casual restaurant chains grew by 7% and the number of
visits during that time frame increased by 9% (Fast-casual is fastest growing restaurant sector:
Report 2013). From 2014-2015, fast-casual grew by 10.4% globally in its industry (Fast Casual
Is the Fastest Growing Foodservice Segment Globally 2016).
5. Key Success Factors
Some of the key success factors that fast-casual restaurants provide are the convenient service,
high quality of fresh food for their customers, and they are also creative and flexible when it
comes to offering products when serving their customers.
C. Competition
1. List of Competitors
Looking at the target market focus for health conscious consumers, some of the nearby
competitors for WikiFRESH are Island Naturals Deli, Sweet Cane Café, and Subway. These
places also offer their consumer healthy eating choices.
2. Competitor Products and Prices
Island Naturals charges customers by the weight of their meal because of the variety of food they
have sitting on the hot plate for the day. Sweet Cane products are mostly acai bowls, smoothies,
and plant based diet foods which are offered at a reasonable price. Subway has advantages over
WikiFRESH because people can customize their sandwich to their taste, but Subway also offers
complimentary drinks and sides if the customer decides to upgrade to a meal.
3. Strengths/Weaknesses of Each Competitor
A strength for Island Naturals is that they offer their consumers organic food and a wide variety
of options of organic food. The downside to them is that they do not offer a place for people to
dine. Another weakness for Island Naturals is that the food is not freshly made to order. Sweet
Cane Café focuses on raw plant based meals along with offering their customers acai bowls and
smoothies. One of the drawbacks to Sweet Cane Café is that they do not have a very diverse
menu and the hours of operation are different compared to WikiFRESH’s hours of operation.

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4. Conclusions Concerning Competitive Position
It is important to keep these factors in mind about the other competitors in the area. Consumers
may choose to dine at Sweet Cane Café, Island Naturals, or Subway because of the convenience
they offer in pricing and variety. WikiFRESH has the possibility to be able to establish
themselves separately from these competitors by being able to offer their consumers product or
service that the other three competitors have weaknesses in.

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III. SWOT Analysis
The purpose of the SWOT Analysis is to be able to look at the strengths, weaknesses,
opportunities, and threats of an organization. It identifies the areas of improvement of an
organization.
A. SWOT Matrix
A SWOT matrix is an outlined matrix shown below that showcases and helps identify and
evaluate the strengths, weaknesses, opportunities, and threats of a project, product, plan, or a
business decision. Strengths and weaknesses are internal to an organization while opportunities
and threats are external to an organization. SWOT helps provide a strategy in determining how
your organization stands out from other organizations from the products or services they provide.
Strengths Weaknesses
 Ability to adapt
 Easily able to communicate with partners and
make decisions at a timely manner since they
reside in the same area
 The only true fast casual restaurant in the area
 Provide high quality food for a reasonable
price
 Have access to local produce and wholesalers
 Established a strong and positive work
environment for employees
 Need to establish a consistent message or
messages to their target market groups
 Enhance opportunities with millennials, catering
business, and the utilization of their event room
 Develop or hire a more diversified staff in order
to be able to execute a clear and concise
marketing plan for the company
 Make better use of their technological resources
 Establish accountability and measurement tools
for assessing and improving overall employee
performance
 No establishment of a reward/loyalty program in
place.
Opportunities Threats
 Millennials, Gen-X, and Baby Boomers are
seeking out for healthier and better quality
foods to consume
 Lifestyle changes result in a change of taste
where consumers are looking for products that
do not contain chemicals or additives and are
more interested in natural, non-processed
foods.
 Consumers are willing to spend more for
higher quality foods. An average of 8-12
dollars is what consumers are willing to spend
in a restaurant because of a larger economy.
 Lowering of gas prices allow for more
disposable income for consumers.
 Consumers have become more aware of
environmental issues and sustainability.
 There is opportunity for fast casualrestaurants
to cater more diversified ethnic foods to
Hispanics, African Americans, and Asians.
 Stability of employment by being able to hire
and retain theses employees and rise of
wholefood costs are challenges the restaurant
industry faces.
 Rise in consumer debt limits consumers on how
much they will spend at a restaurant.
 Technological advances online such as Google,
Amazon Prime Now, and Yelp threaten the
restaurant industry because they are able to
provide and deliver food faster and are more
convenient than the restaurant industry.
 Many competitors in the restaurant industry
have different types of services to deliver to
their outside market. People who do not have
the time to dine out are able to obtain food
through take-out, delivery, and online or mobile
orders.

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B. Internal
1. Strengths
 WikiFRESH has the ability to adapt and they execute the fast-casual dining
industry very well in Hilo. They provide fresh and healthy product and because of
their location they also have access to local produce and local wholesalers such as
Y. Hata, Armstrong, and Suisan. These wholesalers are able to provide
WikiFRESH with good quality product for their restaurant (De Luz WikiFRESH
2016).
 WikiFRESH is a locally owned restaurant that are ran by three partners, an
operational manager, a lawyer, and a business woman that are all located in Hilo.
Communication between the partners is strong because they are all located in the
same area and are able to make concise decisions based on what the company
needs to do to further themselves in the industry. The partners are also able to
respond to the changing marketplace because of being able to reside in the same
area (De Luz WikiFRESH 2016).
 Some of the core competencies that WikiFRESH exceeds in is being able to
provide fresh food at high quality for a moderate price for their customers. They
are open 7 days a week and have consistent hours that allow customers to order to
go or opt to dine in the restaurant (De Luz WikiFRESH 2016).
 Looking at other competitors in the restaurant industry that are in the area,
WikiFRESH is the only true fast-casual restaurant in the area of Hilo. The
consistent quality of product and service and efficiency along with the
profitability they make is what separates WikiFRESH from their competitors in
the area (De Luz WikiFRESH 2016).
 WikiFRESH is able to execute their concept very well within Hilo because of the
amount of talent they have acquired within their restaurant. Their general manager
has had 8 years of experience with Chipotle operations which in turn helps
provide high quality training for their managers and the crew members. Their
organizational culture provides a positive work environment through emphasizing
training on having fun and having a sense of community in order to provide great
customer service and delivering high quality food to their customers (De Luz
WikiFRESH 2016).
 Compared to their competitors, WikiFRESH provides customers with high quality
foods that is catered to customers’ preferences along with providing a clean and
modern looking restaurant environment (De Luz WikiFRESH 2016).
 WikiFRESH currently attracts 3 core markets essential to their business. They
attract the millennials, business professionals, and active lifestyle individuals (De
Luz WikiFRESH 2016).
2. Weaknesses
 An area where WikiFRESH can improve on is to establish a more frequent and
consistent message going through traditional and electronic media sources. The
lack of the fast-casual restaurant knowledge to the community is another area
where WikiFRESH needs to improve on to be able to educate the community and
potential future customers about the fast-casual dining concept (De Luz
WikiFRESH 2016).

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 WikiFRESH also needs to work on establishing specific messages to their target
market especially to their core markets if they want to continue to to draw them
into their restaurant. Overall, a clear and well thought out marketing plan is what
needs to be put into place in order to run a successful business and profit off of
their target markets (De Luz WikiFRESH 2016).
 The company avoids trying to be what the customers want them to be. They plan
on continuing to carry on the fast-casual dining concept and adapting or
enhancing to it as long as it stays within the concept (De Luz WikiFRESH 2016).
 Another area where WikiFRESH needs to improve on is to be able to enhance the
opportunities with millennials, their catering business, and their event room (De
Luz WikiFRESH 2016).
 The company has great repeat business, however, lacks in a reward program for
their customers to create loyal customers (De Luz WikiFRESH 2016).
 WikiFRESH currently does not make the best use of their technological resources
available to them especially when it comes to marketing the brand through
technology. Currently, they only have fax orders available unlike Starbucks who
offers mobile orders for their customers (De Luz WikiFRESH 2016).
 They have a sufficient amount of staff for the company, however, WikiFRESH
needs to develop or hire more diversified staff in order to execute their marketing
plan (De Luz WikiFRESH 2016).
 WikiFRESH’s employees are competent in their job duties and their knowledge
of the company, however, they have not established the use of accountability and
measurement tools that can assess each employee’s performance and how to
improve their employee’s performances (De Luz WikiFRESH 2016).
C. External Threats and Opportunities
1. Market Demographics
 The Millennial generation consists of a group of 20-35 years old that makes up
about 22% of the population in the U.S. With that being said, the millennial
generation is into eating healthy foods and less unprocessed foods (Oches 2012).
These younger consumers are searching for consuming more exotic foods which
provides the restaurant businesses opportunities to improve their menus and cater
them to healthier options for the consumers.
 The Gen X-ers (born between 1966-1976) also enjoy comfort food, but would like
them with a twist while the Baby Boomer generation (born between 1946-1965)
are set on having three meals a day but are also looking for healthier options and
lower sodium content (Oches 2012). The healthy eating trend is increasing among
these generations and provides good opportunities for restaurants to cater to these
trends.
 With consumers’ lifestyles changing, their tastes are also changing. Consumers
are looking for food products that have less chemicals and additives along with
being free from GMOs and artificial flavors or colors. Beef prices rising and
hormones that are injected into meat products, consumers are more aware of what
they are eating and choosing healthier food options (Huen 2015). There is an

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opportunity for the restaurant businesses to change their menus to gear towards
higher quality foods.
2. Economic Environment
 The larger economy plays a big role in spending for consumers. The average
ticket price consumers are willing to spend is $8-12 in restaurants. Fast casual
concept restaurants do really well in this pricing category because consumers are
willing to spend more for faster service and higher quality of foods that are
offered (Quick Casual Restaurants Garner Market Share from QSR and Casual
Dining 2014).
 Challenges the restaurant industry faces today are the rising costs of wholesale
food and the stability of employment. From 2004 up until 2014, wholesale food
prices increased by 3.6% while menu prices only increased 2.9% in the same time
period. Retaining employees and recruiting employees is another challenge the
restaurant industry faces because of minimum wage and benefits affecting labor
costs. Restaurants need to ensure that they stay productive and efficient to
continue to do well in the industry (Hays 2015).
 Another economic influence that has affected the restaurant industry is the
lowering of gas prices. With lower gas prices, this has allowed consumers to have
more disposable income to be able to spend on dining out at restaurants (Hays
2015).
 A threat to the restaurant industry is the rise in consumer debt because of rising
mortgages and student loans that are taking up more money for these consumers
which limits to how much these consumers choose to spend at restaurants (Hays
2015).
3. Natural Environment
 Consumers have become more aware of environmental issues and sustainability
that has sparked a green movement within the restaurant industry. The restaurant
industry has used this opportunity to put into place and develop environmental
sustainability practices through the use of recyclable materials, installing energy
efficient appliances, buy organic and local foods, to using biodegradable utensils
and food service items (Misonzhnik 2007).
 Consumers are also looking for places where they practice more holistic
initiatives such as controlling waste, how they conserve water, and the treatment
of animals. The new focus on sustainable practices for the restaurant industry
benefits by allowing consumers to have access to fresh and healthier menus (Huen
2015).
4. Technological Environment
 A technological advancement that can prove to be a threat to the restaurant
industry is that Google, uberEats, Amazon Prime Now, and Yelp are all finding a
way to connect restaurants to the customers and allow delivery right at their door.
This advancement allows for food to be delivered right at their door when they
want it and it’s convenient for consumers (Huen 2015)

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5. Competitor Environment
 Many consumers consider convenience as a factor when choosing a place to dine
at. The competitive environment in the restaurant industry has developed ways to
accommodate consumers by allowing options such as take-out, delivery, drive
through, curbside, and mobile orders. It is important that restaurants keep these
factors in mind in how they can continue to maintain this trend and serve
consumers that have time constraints and are unable to sit down and eat at the
restaurant location (Hays 2015).
6. Social and Cultural Environment
 There is a significant amount of opportunity in diverse ethnic foods for Hispanics,
African Americans and Asians. Hispanics make up about 16.3% of the population
in the U.S., while African Americans make up about 12.3% of the U.S.
population, and Asians make up about 4% of the U.S. population. Fast casual
chains have opportunities in reaching these cultural groups (Oches 2012).
D. Justification and Discussion of SWOT Results
Even though WikiFRESH has many strengths, in order to look into expansion, they must
also consider on improving on their weaknesses along with maintaining a strong position
in the industry through the opportunities and threats that may occur. WikiFRESH must
establish a consistent execution of their marketing strategy along with promoting the use
of their catering, event room, and the millennial target market. Opportunities and threats
that WikiFRESH need to watch out for is that consumers these days are looking into fast-
casual restaurants that offer more exotic foods, the rising cost of wholesale food is
another issue that is occurring in the industry, and allowing to be open to changes in
technological advances that may cause a threat or provide opportunities for the restaurant.
IV. Target Market Analysis
A. Market Segmentation and Target Market Identification
1. Market Demographics
Gender
A national survey that was conducted in 2007 concluded that American women
are more likely to be more health conscious than men (Simmons 2007). Women
are more likely to “eat healthier foods, have better balanced diets, and watch their
calories (Simmons 2007).” Women account for about 51% of the U.S. population,
have $7 trillion in consumer purchasing power, and also accounts for about 85%
of consumer spending (Omazic 2014). This is the type of consumer that many of
the fast casual chains quick serve chains are attracting. Women are typically the
caregivers in the family and therefore care about their own wellbeing as well as
their families. They are more likely to frequent bakery/sandwich shops like
Quiznos and Panera, coffee and tea brands, and frozen sweat shops such as

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Pinkberry and Yogurtland (Omazic 2014). All of these shops are able to
customize to their needs and offer fresh and healthy alternatives compared to fast
food competitors in the market.
Income
Although there have been changes in the economy within the past few years,
consumers are becoming increasingly aware of the importance of their health.
Many consumers are willing to pay more money for healthier, fresh, natural, and
organic products (Gagliardi 2015). Looking at a global perspective, the sales of
healthy food products are estimated to reach to $1 trillion by 2017 due to the shift
in consumer mindset towards living and consuming healthier foods (Gagliardi
2015). The Marketing 310 survey for a health conscious target market was
conducted and concluded that about 25% of people earning $0-14,999 a year in
annual income reported that they are willing to pay more for higher quality foods.
A representation of the willingness to pay for higher quality foods based on
income is reported below.
2. Market Psychographics
Lifestyle
Consumers are taking more responsibility for their consumption in healthy foods.
People are looking to control their health by changing the way they look at their
diet and paying attention to what they are eating. Consumers are looking for fresh,
natural, and organic products that are not processed meats or filled with hormones

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(Gagliardi 2015). The increase of more health conscious consumers has
influenced the food culture by looking for foods in the industry that are high
quality, provide positive nutrition, and are fresh, like consuming kale, dark
chocolate and high quality fats that are found in nuts and avocados. They are also
looking to consume less processed foods and beverages (Hartman Group 2015).
Activities
Not only are consumers looking to control weight management and physical
fitness, they are also concerned about their energy which is an important
component of contemporary health and wellness lifestyles among all age groups
within consumers. They are looking to find ways to consume the proper foods in
order to have enough energy to live an active lifestyle (Hartman Group 2015).
Values
Some consumers choose to live a healthy lifestyle because of their own values.
Diabetes is diagnosed every 30 seconds in the U.S. and more than 1.9 million
people are diagnosed each year. The increased rates of obesity, larger food
portions, and greater total dietary intake along with using less energy are all
factors that contribute to the increase of diabetes. About half of all consumers
believe that this is caused by food and beverages (Hartman Group 2015).
Consumers are also becoming more aware that eating healthy is not only for a
personal gain, but it also helps the environment, sustainability, and animal welfare
in a positive way. Locavorism was introduced in 2005 which is known to be a
movement that is a practice of eating fresher foods that don’t require
preservatives. These foods tend to be within a 100-mile radius from the consumer
and is better for the environment because food does not have to travel far to get
into the hands of the consumer. GMOs are also another reason for the uprising of
locavorism (Loki 2016).
3. Market Size
According to a global survey that was conducted in Nielsen’s Global Health &
Wellness Survey, about 50% of the respondents said that they were actively trying
to lose weight. They were actively trying to lose weight by changing their diet and
making healthier food choices such as choosing foods that are lower in sugar,
cholesterol, trans and saturated fat, along with lower sodium content. People are
also trying to move away from artificial ingredients and gearing themselves
towards products that are high in fiber and protein (We Are What We Eat 2015).
4. Market Needs and Desired Value Proposition
From a focus group that was conducted in our Marketing 310 class, our target
market was based off of health conscious individuals. The focus group conducted
identified that our health conscious individuals took into consideration that fresh,
locally grown foods, vegan or vegetarian foods, and clean non-processed foods
are important to them when selecting a place to go for lunch or dinner. The focus
group also pointed out that with locally sourced foods, labeling was not available
to them compared to other foods that were labeled and often times these food

14. 14
labels can be misleading. The individuals in the focus group also emphasized the
importance of being knowledgeable about what is in their food.
The respondents also agreed that they are willing to spend more on foods that are
non-processed and fresh/locally sourced high quality foods because they know
that it is good for their health.
Participants were also confused as to why WikiFRESH had removed their food
truck because of it’s easy accessibility.
The participants also expressed that the menu items cause some confusion even
for someone who visits the store location for the first time. The menu lacks food
labels and is not descriptive enough in answering what kind of meat they use and
how it’s cooked and what ingredients are in their salsas that they offer along with
lack of explanation of what is organic and what is gluten free about their menu.
They also thought that some of the menu items did not go as well together and
they also agreed that some of the menu items were watery.
5. Consumer expectations not been met by businesses or competition
The respondents agreed that WikiFRESH does not have a lot of variety. Even
though WikiFRESH provides customizable meals, it is mostly the same variety of
foods to customize from therefore leading consumers to order their usual meal if
they visit the restaurant often.
Participants of the focus group were also confused about the concept because it’s
not a true Mexican style fast casual cuisine and feels like it is geared toward a
semi-Mexican style cuisine. The concepts that WikiFRESH are aiming for their
consumers need to address more clarity in their concept for their target markets
especially with their health conscious consumers.
V. Major Strategy Statement
A. Market Position
WikiFRESH is a fast-casual tropical fusion style restaurant that provides their customers with a
variety of healthy food that is fresh, local, and organic (De Luz WikiFRESH 2016).
B. Justification of Market Position
The fast-casual concept restaurant style has been gaining popularity throughout the past few
years because of its unique concept. Fast-casual dining lies between fast food dining and casual
dining. Unlike fast food and casual dining, fast-casual dining provides their customers with
counter service and freshly made food at a reasonable price point (Forbes 2016). What makes
WikiFRESH unique to the island of Hawaii is that it is the only true fast-casual restaurant in the
area and unlike their competitors, they provide high quality foods that is catered to their
customers’ preferences along with a clean and modern looking restaurant environment (De Luz
WikiFRESH 2016). Consumers today are more aware about their own health and are taking
responsibility for their consumption in healthy foods. To take control of their health, we see
consumers change the way they look at their diet and pay more attention to what they are eating.

15. 15
These consumers are looking for foods that are not processed meats or filled with hormones, but
are more interested in foods that are fresh, natural, and organic (Gagliardi 2015). WikiFRESH
meets the expectations that a health conscious individual may be looking for in terms of dining
out at a restaurant.
VI. Marketing Objectives
The following are marketing objectives for WikiFRESH’s marketing mix, which achieved, will
help WikiFRESH to achieve its desired market position.
Product or Service
1. Ensure that all products offered by WikiFRESH are 95% locally sourced foods from the
state of Hawaii in the next 6 months.
Justification: Referring to the WikiFRESH health conscious focus group interview that
was conducted, respondents indicated that fresh, local, and organic foods that are not
processed or injected with hormones are important in living a healthy lifestyle and helped
in their decision making when choosing a place to dine out.
2. Increase variety of menu items by 10% in the next 3 months.
Justification: Focus group respondents indicated that it is important to have a wide
variety of healthy, fresh, local, and organic food products that are accessible to them to
accompany their diet.
3. Increase employee product knowledge by 75% within the next month.
Justification: Focus group participants indicated that having a variety of food and specials
to them would be helpful along with ensuring that the ingredients go well together when
creating a meal.
Price
1. Within the next month, increase perceived value by 10%.
Justification: Over the past few months, we have seen an increase in menu prices along
with extra charges added on for extra sides. We can offset the increase of pricing for
consumers by creating a higher perceived value.
2. Increase revenue by 15% within the next 3 months.
Justification: Price of menu items have increased to create more profit, however, there are
other ways to be able to make profit besides increasing prices of the product.
Place
1. Hold at least 1 event in the event room once a month.

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Justification: WikiFRESH can utilize the event room to hold special events that they can host
or promote that their event room is a place for customers to be able to utilize if they need to
hold an event somewhere.
2. Increase the amount of customers dining in the restaurant by 10% within the next 6
months.
Justification: Focus group participants felt that the dining furniture were not as
comfortable and did not fit in with the dining atmosphere at the restaurant.
Promotion
1. 80% of target customers are aware that WikiFRESH’s products are supplied from local
vendors within the next 6 months.
Justification: Currently, WikiFRESH does not have any promotional signs or labels in the
restaurant that state that they are supplied from local vendors.
2. 85% of health conscious consumers know the food label ingredients and calorie counts
on WikiFRESH’s menu within the next 45 days.
Justification: The current menu items do not state what kind of pork is used or how the
meat is cooked. There are also no current labels on calorie counts on the menu.
3. Within the next 3 months, 25% of WikiFRESH customer base are health conscious
consumers.
Justification: Health conscious consumers are one of the 3 target markets WikiFRESH
currently appeals to. There is no actual data on file on how much WikiFRESH consumers
are health conscious.
VII. Marketing Mix Proposal
A. Product & Service
Objective: Ensure that all products offered by WikiFRESH are 95% locally sourced
foods from the state of Hawaii in the next 6 months.
Objective: Increase variety of menu items by 10% in the next 3 months.
Strategy: In order to promote and increase the health conscious consumer base
for WikiFRESH, the following objectives above would be aimed to try and get as
close as possible in offering nearly 100% of locally sourced products in the
restaurant to their customers. By acquiring local suppliers and partnering with

17. 17
local farmers, this allows for WikiFRESH to also create products that can be
diversified even further. Offering seasonal vegetables and fruits that come from
local suppliers will bring variety to the menu since health conscious participants
pointed out from a focus group that they would like to see a wider variety of
products. Adding fish and tofu to the menu are also other protein options that
health conscious consumers are looking for. Partnering and creating relationships
with local suppliers will also bring in the seasonal products that the restaurant can
offer to their customers. By adding seasonal products, this allows for health
conscious consumers to customize their meal accordingly and they would be
satisfied that they would not have to come in and order their usual meal. By
adding variety, this allows WikiFRESH to keep their products fresh in the minds
of their consumers while also supporting other local businesses in the area.
Objective: Increase employee product knowledge by 75% within the next month.
Strategy: Another important factor the focus group of health conscious
participants indicated was that they were unsure about the concept of WikiFRESH
and were not aware enough of how fresh or local the products are. In order to
provide excellent customer service to the health conscious target market, a week
long training should be implemented for the staff to be able to gain knowledge of
all the different responsibilities that is part of their job description and also learn
about where the meat and produce come. It is important that employees have
refresher courses or knowledge checks on the products that are offered by
WikiFRESH every 2 months in order to be able to communicate to their
customers about how the food was prepared, what ingredients are in the food, and
being able to make product recommendations on which foods go well together in
a bowl, taco, or burrito. Week long training can begin with watching a training
video for a day and then learning how to do each section of the job description the
following days of training.
Strength of product/service in relation to competitors in the marketplace
Compared to other competitors, one of WikiFRESH’s strengths is that the product is
highly customizable and customers are able to cater their meal to their own palette.
Adding variety to their menu will help set WikiFRESH apart from it’s competition and
keep their restaurant ahead of competitors because of the ability to bring in seasonal
items that can create excitement for their customers.
Weakness of product/service in relation to competitors in the marketplace
Having too much of a variety of options may overwhelm the customers and in relation to
its competitors, WikiFRESH does not provide their customers with a product bundle
unlike other competitors in the area. There must be the right balance of variety in the
restaurant in order to stay ahead of the competitors in the area. Implementing the new
training for employees and requiring knowledge checks every 2 months may also be a
weakness because of the time and the cost that may have to be put aside for the training
processes.

18. 18
B. Price
Objective: Within the next month, increase perceived value by 10%.
Strategy: Create a preset meal that allows customers to order a preset bowl, wrap, or taco
complimentary with a drink and a side of their choice for $13.95. These preset meal
options will have numbers on the menu to make it easier for customers to order in the
restaurant. For example, a preset bowl that can be number 1 while the wrap and taco meal
will be numbered 2 and 3. Sides that may be offered are a piece of fruit like an apple or
banana, a side of chips, or a side of guacamole. This price bundling strategy will also
allow WikiFRESH to reduce the cost of goods sold percentage by increased the sales of
items that have lower cost of goods sold. An example is to try and upsell a drink to the
larger size in a bundle for the customer which will help gain some profit. Another way to
reduce the costs of goods sold is done through bundling. Bundle pricing can be made by
adding complimentary drinks and a snack like chips and salsa, a piece of fruit, or a side
of guacamole to go along with their bowl, taco, or wrap. By bundling, you can charge
more for items like soda which has a small cost of goods sold and charge the drink a little
higher to generate some profit while also reducing the costs of goods sold.
Objective: Increase revenue by 15% within the next 3 months.
Strategy: Another way is to increase revenue. This can be done by also offering another
option to the menu. A snack size bowl or wrap can be offered to customers and can also
offer a snack size preset meal option as well. This will create a sense of tiered pricing
where it allows consumers to pick out the meal that best suits their budget which can also
help open up options in attracting different target markets for WikiFRESH. Tiered
pricing allows you to be able to add variety to the menu along with attracting more
consumers. Employees can also help with increasing revenue by upselling to their
customers. They can ask their customers if they would like to make their wrap or bowl
into a meal for only $1 extra which would include a drink and a side. Employees will ask
the customer during the step where the customer is almost ready to check out. The last
way to help increase revenue is to redo the menu price points. Menu price points should
be switched to odd number pricing. Odd number pricing is only a few cents, however, it
creates a huge difference in the mind of the consumer. For example, WikiFRESH
currently charges $2 for chips. By changing the price to $1.99, it may seem more
appealing to a customer to purchase chips at $1.99 than at $2.00.
C. Place (Delivering Offerings)
Objective: Hold at least 1 event in the event room once a month.
Strategy: Collaborate with local suppliers that the restaurant has partnered with to
encourage them to hold events at the restaurant. By doing so, the local supplier can
promote to their consumer base about the event that will be held at the restaurant and
WikiFRESH can also promote the event that the local supplier will host at the restaurant.

19. 19
Offer and promote events to hold for nights such as a college student night or hosting a
meeting for business people while also offering catering to the events at the restaurant.
Objective: Increase the amount of customers dining in the restaurant by 10% within the next 6
months.
Strategy: Replacing the dining furniture in the restaurant would be the first step in
creating a more comfortable environment for WikiFRESH customers. The plastic chairs
would be replaced with cushioned chairs to provide comfort. Tables would be replaced to
ensure that they are stable along with being able to push in the chairs comfortably. The
restaurant would continue to keep the color scheme along with the earthy tones, however,
wall art will be added to provide a few accents in the restaurant. The event room will
have wall panels that fold into themselves making it easier to utilize the space whenever
there are events that are being held at the restaurant.
D. Promotion
Message: It’s local, it’s fresh, it’s organic, it’s WikiFRESH.
Rationale for message:
After having conducted a focus group, the health conscious target market are looking for
products that are healthy, organic, fresh, and local food.
Objective: 80% of target customers are aware that WikiFRESH’s products are supplied from
local vendors within the next 6 months.
Strategy: Every month or two months, WikiFRESH will host an event that last about 2-4
hours in the restaurant that brings in the local farmers and local vendors that supply to the
restaurant. Each vendor can bring in an item for a raffle prize and raffles can be held
every 30 min or every hour. Local farmers can also let their customers at WikiFRESH to
sign up for farm tours.
Objective: 85% of health conscious consumers know the food label ingredients and calorie
counts on WikiFRESH’s menu within the next 45 days.
Strategy: Create window sign clings that can easily be peeled on and off the windows
that make it easy to transfer. The signage that will be placed on the windows will appeal
to audiences that drive or walk by the restaurant from the outside. They will contain the
logo of the supplier and at least 1-2 words that make it memorable and easy to read for
someone who is just driving by the restaurant. More detailed information about the local
suppliers will be posted on signs in the store. Menu items will contain a sticker of the
local supplier to help customers know where their food is coming from. WikiFRESH can
also utilize their TV to post photos of the local suppliers.
Objective: Within the next 3 months, 25% of WikiFRESH customer base are health conscious
consumers.

20. 20
Strategy: WikiFRESH can partner with local gyms and other workout facilities nearby
the area by going to their businesses and introducing samples of their food to the people
who work at the gyms and workout facilities. They can also offer the samples to the
customers that go to these local gyms and workout facilities.
WikiFRESH can also host a health education or nutritional event at their restaurant and
promote this through the local gyms and workout facilities that they partner with. During
the event, WikiFRESH can designate an employee that is able to comfortably interact and
engage to customers to be able to provide a demo on how to prepare a healthy and
nutritious meal. The meal that would be created can be the most popular dish at
WikiFRESH or they can create a special dish for the event to demo. A special dish can be
prepared for each nutritional and health education event that is held in the restaurant.
E. Evaluation Plan
Product or Service
Objective: Ensure that all products offered by WikiFRESH are 95% locally sourced foods from
the state of Hawaii in the next 6 months.
Evaluation: Identify where all the ingredients are sourced from and take the number of
ingredients that are locally sourced and divide it by the total number of ingredients the
restaurant uses.
Objective: Increase variety of menu items by 10% in the next 3 months.
Evaluation: Identify the foods that are currently offered at the restaurant and compare
that to the food variety that is offered at the restaurant from a year from now.
Objective: Increase employee product knowledge by 75% within the next month.
Evalutaion: Have employees complete a quick self-check quiz on their product
knowledge and job procedures.
Price
Objective: Within the next month, increase perceived value by 10%.
Evaluation: Compare the menu at the beginning of the month to the menu at the end of
the month where a preset meal option is a choice for all customers to be able to order.
Survey customers at the beginning before changing the menu and survey in between and
at the end and ask them if they feel that they get more for the price they pay for their
meal.
Objective: Increase revenue by 15% within the next 3 months.

21. 21
Evaluation: Identify the current revenue and compare the revenue earned in 3 months
time.
Place
Objective: Hold at least 1 event in the event room once a month.
Evaluation: Keep track every month of the events that are held on a calendar or through
writing it in a designated binder labeled as the event book.
Objective: Increase the amount of customers dining in the restaurant by 10% within the next 6
months.
Evaluation: Survey customers each month about the dining environment experience and
compare the results at the end of the year.
Promotion
Objective: 80% of target customers are aware that WikiFRESH’s products are supplied from
local vendors within the next 6 months.
Evaluation: Survey customers every week for the next 6 months and ask them if they are
aware that their products are locally sourced.
Objective: 85% of health conscious consumers know the food label ingredients and calorie
counts on WikiFRESH’s menu within the next 45 days.
Evaluation: Survey customers every week and ask if they are aware and know where to look for
food labels and calorie counts for WikiFRESH’s product.
Objective: Within the next 3 months, 25% of WikiFRESH customer base are health
conscious consumers.
Evaluation: Survey in the restaurant and survey customers at the farmer’s market or at local
organic food stores to see if there has been an increase of health conscious consumers that are
visiting the restaurant.

22. 22
VIII. References
De Luz, J. (2016, September 01). WikiFRESH. Lecture presented at WikiFRESH Lecture
in University of Hawaii Hilo, Hilo.
Fast Casual Is the Fastest Growing Foodservice Segment Globally. (2016, April 20).
Retrieved September 26, 2016, from https://www.qsrmagazine.com/news/fast-casual-fastest-
growing-foodservice-segment-globally
Fast-casual is fastest growing restaurant sector: Report. (2013). SCTWeek, 18(35), 3.
Gagliardi, N. (2015, February 18). Consumers Want Healthy Foods--And Will Pay More
For Them. Retrieved October 10, 2016, from
http://www.forbes.com/sites/nancygagliardi/2015/02/18/consumers-want-healthy-foods-and-
will-pay-more-for-them/#57970ede144f
Hays, L. (2015, June 09). How the Economy Affects the Restaurant Industry. Retrieved
October 05, 2016, from https://www.rewardsnetwork.com/blog/ecomonyofrestaurants/
Huen, E. (2015, November 18). 6 Dining Trends That Will Change The Way You Eat in
2016. Retrieved October 03, 2016, from
http://www.forbes.com/sites/eustaciahuen/2015/11/18/top-6-dining-trends-that-will-change-the-
way-you-eat-in-2016/2/#6130f16179cf
Lutz, A. (2015). 5 ways millennials' dining habits are different from their parents'
Retrieved September 26, 2016, from http://www.businessinsider.com/millennials-dining-habits-
are-different-2015-3
Misonzhnik, E. (2007, October 1). Green Burgers. Retrieved October 03, 2016, from
http://nreionline.com/retail/green-burgers
(n.d.). Retrieved September 26, 2016, from
http://www.forbes.com/sites/greatspeculations/2014/06/23/how-the-fast-casual-segment-is-
gaining-market-share-in-the-restaurant-industry/#3dca92361d48
Oches, S. (2012, November). Meet Your Consumer. Retrieved October 03, 2016, from
https://www.qsrmagazine.com/consumer-trends/meet-your-consumer
Quick Casual Restaurants Garner Market Share from QSR and Casual Dining. (2014).
Wall Street Transcript, 193(2), 3-6.
Sonnenshein, M. (2014, December 04). The Growing Influence of the Fast-Casual
Restaurant Concept - Gourmet Marketing. Retrieved September 26, 2016, from
http://www.gourmetmarketing.net/growing-influence-fast-casual-restaurant-concept/

23. 23
Tlapa, C. A., Miller, R. K., & Washington, K. (2010). TRENDS IN FAST-CASUAL
DINING. Restaurant, Food & Beverage Market Research Handbook, 154-156.

24. 24
IX. Appendix
WikiFRESH Health Conscious Focus Group Transcript #1
October 5, 2016 - Hilo, HI
Q: Do you consider yourself health conscious?
Zack: I do, I don't eat dairy, grains, or beans.
Kim: Yes, for life balance and to manage health.
Ka'ala: Moderately, when I was younger I did the Paelo diet and I lost a lot of weight, but then it
got boring and there was an influx in my weight, so I gained it all back. Now I am starting to get
back into being more health conscious.
Q: What do you do to keep active?
Zack: I cross fit and run.
Kim: I chase my children around the house. I went through a diet program to lose 24 lbs.
Ka'ala: It's hard for me to exercise because I don't have enough time. Sometimes, I'll go walking
in the park when it's convenient for me. I realized that since taking a long break from exercise,
I've lost my stamina.
Q: When going out to eat, what determines why you want to eat there?
Zack: I try to find to find what I'm looking for in terms of my diet, but if I can't then I'll make an
exception to my diet based on quality.
Kim: For me, it's more about dining experience and what's on the menu. That doesn't mean that
we'd necessarily pick a place that primarily serves hamburger steak plates or fried foods. I would
also rather have small portions of good food rather than large portions of unhealthy food.
Ka'ala: It all depends on what I want to eat that day as well as quality of the food.
Q: Besides food, what else would you base your decisions off of?
Zack: I appreciate cleanliness and good service. Health standards play a key role.
Kim: My kids are a huge factor for me. However, now that they're growing up, they are able to
enjoy a variety of different types of food and are not picky.
Ka'ala: It depends on who I'm eating with and usually I'll go with whatever they decide on. I
have nephews who already have a couple of places that they normally like to go to eat, so I'll just
go along with it.
Q: Would you recommend WikiFRESH? What aspects do you like about eating there?
Zack: I eat there often, but Island Naturals is my go to. For me, it's hard to pick what I want
without inconveniencing people (due to limited diet). I enjoy going to WikiFRESH because it's
fast, good food that is fresh, healthy, and local, and I can get it the way that I want it.
Kim: I eat there several times a week and I appreciate that they buy local, use only fresh food
(not frozen or microwaved), portions are good, everything is done by hand, and the pricing is
reasonable. Locally sourced food is an important factor to me.
Ka'ala: I eat there twice a week because it is the healthiest option open after I get off of work,
which can be late sometimes. The only issue I have is that they don't drain the juices from the
meats, and so it soaks the lettuce and makes it soggy.

25. 25
Q: How would you personally define "healthy"?
Kim: Just keeping a balance and trying everything in moderation. However, I would not count in
fried foods.
Ka'ala: Being healthy for me is watching what I can and cannot eat (dietary restrictions). I tend to
stay away from dairy because I am lactose intolerant.
Q: Is there anything you watch or try to stay away from in terms of diet?
Zack: Since I already have my limitations set (no dairy, grains, or beans), I automatically cut out
all the bad things.
Q: When dining out, on average, how much do you spend?
Zack: Lunch is anywhere from $10-$15.
Kim: Lunch can go for around $30 for my whole family (husband, 2 kids) at WikiFRESH.
Sometimes dinner for the four of us is about $30-$60.
Ka'ala: Lunch for my friend and I would cost around $20-$30 and for dinner around $20-$60.
Q: How much more are you willing to spend if it's "fresh and local"?
Zack: 2 dollars more would be reasonable for me (compared to a normal plate lunch costing
$8.00). I am willing to pay more than what is comparable to non-healthy options, it doesn't really
matter what it costs as long as it's what I want.
Kim: It does cost more money to be healthy, but I would be willing to pay a little extra to buy
something that is good for my body.
Ka'ala: I'm willing to spend the money (if it's within $15-$20 price range) on a meal.
Q. Does GMO labeling matter?
Zack: Buying non-GMO products gets too expensive, so no, it doesn't matter.
Kim: It doesn't make a difference to me.
Ka'ala: It doesn't matter if it's GMO or not, and I can't push myself to spend the money on
organic fruits and vegetables.
Q: Are there any values that you have in terms of your lifestyle (animal rights)?
Zack: I only buy grassed beef from KTA, because it's not that much expensive than regular beef
and it's also a better quality of beef. I also like to hunt so I'd rather harvest the meat myself,
however, it can be a hassle (time consuming).
Q: Does any sort of labeling (local, organic, etc.) affect you and your decisions?
Kim: It wouldn't necessarily make me pick one product over the other, but I do take pride in
buying locally grown food.
Q: Do your peers affect the way you eat?
Zack: Not at all, in fact it has the opposite affect. My friends will feel guilty eating around me
because they know of my lifestyle and eating habits.
Kim: When I came back to the island after being on the mainland for some time, I gorged on
whatever I wanted because I missed all the food here. But I finally got away from that habit and
my goal is to find the personal motivation to eat healthy and find balance.

26. 26
Q: Are there any external factors that make you want to live a healthy lifestyle?
Zack: Working at Dialysis plays a key role because I see what the patients go through and their
diet is similar to mine. By talking to them and encouraging them, it can be a motivational factor
for me.
Kim: My husband is predisposed to high cholesterol levels and he's also a cancer survivor, so he
has to watch the way he eats. I support him and encourage him to watch what he's eating and it's
easier when we're both eating healthy together.
Ka'ala: I have health risks from both sides of my family (heart disease, diabetes, etc.), so when I
see what some of my family members have to go through (taking insulin from a needle), it
motivates me to be healthier.

27. 27
WikiFRESH Health Conscious Focus Group Transcript #2
October 5, 2016 - Hilo, HI
When deciding what to eat for lunch/dinner, what factors are important to you?
 Variety of food to meet different needs
o Vegetarian
o Vegan
 Fresh, locally grown vegetables
o And LOTS of them
 “Clean” food
o ~non-processed
Do you consider yourself to be health conscious? Why/Why not?
 Gym goers
o For aesthetics and personal goals
 Vegetarianism
o Beliefs
 Aging generations
o Internal health reasons: heart disease & other factors
 “Island diet”
o ~Eating as locally as possible
o This includes staple island foods such as taro.
o This also can be very costly
View on “healthy”
 Food should be fresh
o ~Grown locally
o ~Farm to table
 Meat protein
Why are your health conscious? (idk if this was the correct question, just guessing lol)
 If you eat better, you feel better
o Healthier alternatives versus fast food
 Healthier alternatives, food that is made fresh versus processed foods that
are frozen then heated
o Living the healthy lifestyle, living as an example
 Practicing what you preach
o Growing up near farmers (Maui) and dealing with the effects of GMO & GMO
farming turned his perception of food education into awareness and avoiding
foods with GMO to support the local farmers that do not use GMO
o Awareness of cultural aspects
 Eating, living, sustenance of the land
 (goes back to the “Island lifestyle/diet”)
o Pacific in general has an above average rate of health problems
 Result of imported goods

28. 28
 Much more people here eat more processed foods.
o Fast food chains and prepackaged foods (prepackaged to be
easier to transport to HI)
 Different lifestyles but eating healthy as an example to future generations
can help tackle these problems.
 Promote healthier lifestyles
o More conscious about what you’re eating
o Parents
 Kids eat based off of example
 They copy what they see
 They pay attention to patterns and follow those
 Parents used to tell her to “eat a rainbow every meal”
 They’re vulnerable to influences from those they spend the most
time with or look up to
 Setting a good example by establishing healthy patterns and eating habits
into children will in turn create a healthier environment, community and
culture because parents will pass down knowledge to children, children to
their children, and children to the community.
 They will be the promotion to the community living a healthier
lifestyle
Food education
 Knowing what you’re eating (labeling)
 A sense of thoughtfulness
o Thinking of what you put into your body first versus just putting food into your
body
 GMO
o Very against the movement itself - the idea of chemicals being placed into foods
or crop selection
o Against GMO because the effects of the modification are unknown
o If given a choice between GMO and non-GMO, unanimous choice of non-GMO
 Preference of non-GMO foods
 Would pay more to have less additives and chemicals in food
 Labeling
o In stores locally, especially locally produced products, there is not much food
labeling
o Often times food products (imported & local) are mislabeled and deceiving
o Knowing what’s in your food is important to the purchasing process
 A lot of products are bought blindly without knowledge of ingredients or
where the ingredients come from
 The statement of where you want your dollar$ to go towards
 Local vs. Imports
 GMO vs non-GMO
Factors affecting decisions
 Labels

29. 29
o Being able to educate yourself
o Gluten-free hassles
 Really big movement lately and a lot of people are either being medically
diagnosed or self diagnosing themselves as allergic or intolerant
 Round up, pesticides and chemicals are also put into wheat during
the harvesting process
o Going back to GMO and being able to choose GMO vs.
non-GMO
 Families
o Where you eat out doesn’t necessarily affect children or decision making process
for families
 Children eat what you eat
 Very little factors
 Variety
o WikiFRESH: does not have a lot of variety
 In some sense, they do but there is mostly the same things
 Eat there often & each visit orders the same thing (unanimous agreement)
 Could use specials, change things up a bit
o Different ingredients and types of food to satisfy picky eaters
 Also goes hand in hand with food labeling, picky eaters tend to care more
about what’s in their food
 Food that is suitable for different palettes
 Covers wide range of tastes
 Potion vs. Price Point
o Happy with portions that leave them with a “feel-good” feeling afterwards
 A sense of feeling full
 No heaviness
 Feeling of being weighed down or slumped from greasy/fast foods
 As long as it satisfies hunger, they are satisfied with price points
o Over portioned foods
 Example: Hawaiian Style Café
 Bigger portions or portions that are too large are unappetizing
o Not only can you not eat it all, you don’t necessarily see
yourself taking it home so a lot of food is wasted
o That then becomes a matter of environment because waste
and food waste is important
o You don’t want to eat somewhere where you know for sure
you’re going to leave there wasting food
 Japan has smaller portion sizes
 You end up feeling better and satisfied because you aren’t stuffed
to the brim trying to eliminate food waste
 Restaurant Service
o Friendliness
 Kind and cheerful
o Friendliness vs. helpfulness

30. 30
 Some are just kind, while others genuinely want to help make your
experience better
o Customer relationships
 Familiarity
 Customer Recognition
o Facial recognition
o Remembering the customer “norm”
o Employee happiness
 Positive work environment
 Happier employees create happier environments to be in
 Happier employees create better food quality
 They care more about the output of the product
 Employees that aren’t happy or are just there for a job tend to put
out sloppier meals and don’t necessarily care about the customer
Eating out vs. Eating at home
 Price & options play a key factor
o If it’s too expensive or there aren’t enough options, they would rather cook home
meals
 With cooking your own food, you have control over portion, what’s in your food and
price point to a certain extent
 All agreed that they typically eat out 1-3 times a week, but mostly not very often
o Some are college students, pricing above $10 is not doable
o Others that are not college students can afford to spend around $12-15 for fresher
and locally grown food
Fast food vs. “Healthy” food
 Fast food is notorious for low quality (processed), dirty environment and poor employee
treatment
 During high school – food education wasn’t necessarily important.
o Too young to understand the concept of where food comes from and why you
should pay attention to what you put into your body
o Now that you’re more grown up, you’re able to make ethical (how these products
are raised/grown) and more educated choices when it comes to food
 In a restaurant/place they would like to eat out at, moral aspects are important
o Business Transparency as a moral aspect
 You’re able to physically see what you’re consuming
 Knowing where your food comes from and how
 Example: you don’t know where the beef or additives or anything in
McDonald’s hamburgers comes from. You don’t even necessarily know
what’s in the burger period. Knowing what components and ingredients
are in the food you’re consuming is important for healthy lifestyles
About WikiFRESH:
 Participants are confused as to why WF removed the food truck if that truck was directly
in WF’s target market
o Odd – it was much more easily accessible for students
o Left a lot of people confused

31. 31
 Menu items cause confusion
o Menu is not self explanatory
o Lack of food labeling
 What makes up their salsas?
 What’s in the food?
 What is organic?
 What is gluten free?
 What kind of meat is there?
 What kind of chicken for example? How is it cooked? Barbecue?
Grilled?
 Where is this meat from?
 The table layout is a bit weird – table height compared to the chair height is a bit
unorthodox
o Everything is plastic- not too happy
 Some feel like “what are they really eating?” – what kind of food is this? Semi Mexican?
o Some of the menu items don’t go well together – some are just odd
 Some of the menu items are very watery
o But overall, everyone enjoys the food, they would just like to know what’s in it,
see a bit more variety for a bunch of other needs and would like the concepts to be
a bit more clear.

32. 32
Lifestyle Survey
This survey is designed to help us to better understand the steps that people take to live a healthy
lifestyle. Your cooperation and honesty in completing the survey is greatly appreciated.
Lifestyle Choices
Please indicate your level of agreement with the following statements about your lifestyle choices.
Strongly
Disagree
Disagree Neither
Agree Nor
Disagree
Agree Strongly
Agree
I consider myself to be a health
conscious person.
1 2 3 4 5
I Identify myself as either vegan or
vegetarian.
1 2 3 4 5
Eating locally grown produce is
important to me
1 2 3 4 5
Eating fresh produce (1 week or
less from farm to plate) is important
to me
1 2 3 4 5
I prefer not to eat GMO products 1 2 3 4 5
I prefer to go to the farmers market
for fresh fruits and vegetables
1 2 3 4 5
Exercise is important in living a
healthy lifestyle
1 2 3 4 5
I prefer organic and unprocessed
foods
1 2 3 4 5
I choose to be health conscious
because of personal beliefs and
values (i.e. veganism and/or cultural
beliefs)
1 2 3 4 5
I choose to be health conscious for
my own health and well-being.
1 2 3 4 5
I’m willing to pay more for food that I
consider to be healthy.
1 2 3 4 5
I prefer to grow my own food 1 2 3 4 5
I shop for organic, pesticide free and
hormone free food
1 2 3 4 5
I usually cook my own food 1 2 3 4 5

33. 33
Exercise
Please check the boxes that best represent how often you participate in the following physical
activities.
Never Once a
week
Twice a
week
Three times
a week
More than 3
times a week
Every day of
the week
Walking
Running
Yoga
Cardio
Muscle
building
Balanced
workout
Zumba or
dancing
Motivation
Identify how important the following factors are in determining whether you pursue a healthy lifestyle
or not.
Very
Unimportant
Unimportant Neither
Important Nor
Unimportant
Important Very
Important
Health
concerns
1 2 3 4 5
Family 1 2 3 4 5
Friends and
peers
1 2 3 4 5
Work-life
balance
1 2 3 4 5
Ethical
concerns
1 2 3 4 5
Looking
younger
1 2 3 4 5

34. 34
Living
longer
1 2 3 4 5
Inspiring
others
1 2 3 4 5
Information at Point of Purchase
Indicate your level of agreement with the following statements about information provided at the
point of purchase when making food choices, whether it’s shopping or in a restaurant.
Strongly
Disagree
Disagree Neither Agree
Nor Disagree
Agree Strongly
Agree
It provides detailed information
on what I eat
1 2 3 4 5
It helps me to understand the
effect it has on my health
1 2 3 4 5
It makes it easier for me to
know what foods to purchase
1 2 3 4 5
Gives me an idea of how the
food was made and in what way
1 2 3 4 5
Dining Out (Restaurants or Takeout)
On average, when dining out for LUNCH, how much do you typically budget for yourself? $ _____
On average, when dining out for DINNER, how much do you typically budget for yourself? $ _____
Please indicate how important the following are to you when choosing WHERE to dine.
Very
Unimportant
Unimportant Neither
Important Nor
Unimportant
Important Very
Important
Menu variety 1 2 3 4 5
Price (value for
money)
1 2 3 4 5
Speed of service 1 2 3 4 5
Friendliness of staff 1 2 3 4 5
Helpfulness of staff 1 2 3 4 5
Fresh ingredients 1 2 3 4 5
Family friendly 1 2 3 4 5

35. 35
Dining environment 1 2 3 4 5
Local ingredients 1 2 3 4 5
Lifestyle diet
selections (i.e.
vegetarian, gluten-
free)
1 2 3 4 5
Food quality 1 2 3 4 5
Local Eateries
Please evaluate the following local eateries based on the criteria provided below using the following
scale.
1 = Very Dissatisfied, 2 = Dissatisfied 3 = Neither Satisfied Nor Dissatisfied
4 = Satisfied 5 = Very Satisfied
Leave the response form blank for those eateries that you’ve never visited.
WikiFRESH Island
Naturals
Sweet Cane
Cafe
Menu variety
Price (value for money)
Speed of service
Friendliness of staff
Helpfulness of staff
Fresh ingredients
Family friendly
Dining environment
Local ingredients
Lifestyle diet selections (i.e. vegetarian,
gluten-free)
Food quality
Overall experience

36. 36
Recommendations
Please indicate how likely you would be to recommend the eateries to a friend or a relative using
the following scale.
1 = Very Unlikely, 2 = Unlikely, 3 = Neither Likely Nor Unlikely,
4 = Likely, 5 = Very Likely
WikiFRESH Island
Naturals
Sweet Cane
Cafe
Likelihood of recommending to a friend or
relative.
About You
Age: Which age group best describes you (circle)?
1. 18-25
2. 26-35
3. 36-45
4. 46-55
5. 56-65
6. 65+
7. Prefer not to answer
Gender: What is your gender (circle)?
1. Male
2. Female
3. Prefer not to answer
Income: What is your annual household income (circle)?
1. $0 - $14,999
2. $15,000 - $24,999
3. $25,000 - $34,000
4. $35,000 - $44,999
5. $45,000 - $59,999
6. $60,000 - $74,999
7. $75,000+
8. Prefer not to answer
Income: What is your education level (circle)?
1. High school graduate or GED equivalent
2. Some college with no degree
3. Associate's degree
4. Bachelor's degree
5. Master's degree

37. 37
6. Phd or other advanced degree
7. Prefer not to say
Ethnic Group: Which ethnic group best describes you (circle)?
1. Caucasian
2. Hispanic
3. African American
4. Asian
5. Pacific Islander
6. Hawaiian
7. Prefer not to say